When creating a website with a B2B marketing strategy in mind, ensuring that the website is 'buyer focused' is essential. Your business's website should take a prospective buyer on a fluid journey that takes them from one stage of the Buyer's Journey to the next. Essentially, you should be attempting to replicate the buyer's journey in the structure of the web pages that you present on your site. For instance, the top panel of your website could consider following the logical progress below:
- A short blurb about who you are
- A list of clients who you've worked with in the past (consider including a logo board, testimonials and Case studies)
- Problems that prospective buyers may be experiencing
- The solutions that your business can offer to these problems
- Any relevant resources that your company offers
- Contact details (the stepping stone to the next stage)
Style and Structure
- When developing a website, ensure that you have inbuilt styling in which all fonts, colour and styles for a consistent theme.
- Be as light as possible on text, using images wherever possible and/or relevant (dot point styles are often recommended).
- Use language and style that reflects your business and suits the problems that you solve
- A specific focus of your website should be usability (the ability for a prospective buyer to find the information they're looking for with ease)
- Understand and incorporate the WEB 2.0 system in order to allow all social media interaction and the ability for people to easily share any of your site's content.
If you plan on outsourcing most of your business's website development, make sure you keep the following in mind;
- Ensure the developer creates a site that you know how to manage once they've finished the initial project.
- Ensure the website is flexible and easily altered if need be.
- Ensure that you are responsible for creating the content or at least creating the content in close conjunction with the outsourced developer.
- Keep in mind that the cost of building website modules or adding additional modules in the future can be very costly.
It is important that once your website is established, you monitor the analytics of your site and make any necessary changes as you go.
Google Analytics is the perfect program to do so.
- Search Engine Optimisation (SEO) is an essential component of increasing the traffic to your website. For instance, Google takes into account how often you update or create new content on your site; an easy way to do so is by including a blog or a latest news section on your site. For more information on SEO visit the SEO wiki.
- Make sure that you have clear contact details on your website and that they are easily found.
- Any enquires made through the website comments or email section should be addressed or dealt with a.s.a.p.
- It is a good idea to include a 'call to action' on every page; no dead ends.
- If the purpose of your site is to get leads, have a web-lead contact.